CASE STUDY

Effective global PR – without breaking the bank

Founded in 1993, Antal International is a professional and management recruiter with over 120 offices in more than 30 countries around the world. Because of its global footprint, it needed to build an equally global PR strategy, which would provide support to all of its operations, but was daunted by fees in excess of £300,000 per annum estimated by a number of large PR firms it spoke to.

What we did

BlueSky advised the Antal board that the most cost-effective way to meet their objectives would be to create and provide support to a ‘DIY’ delivery system which would allow each office to become its own PR agency. This would then be supplemented an ongoing campaign based on one big idea – a regular survey of hiring and firing intentions among employers in key markets around the globe, The Global Snapshot. Carried out by consultants at Antal operations across five continents, the survey became, not just the foundation of a highly successful ongoing PR effort, but also provided a valuable reason for front-line recruiters to be in regular contact with clients and potential clients.

The results

The strategy enabled Antal to raise its profile with both candidates and clients around the world and, in particular in key growth market such as India and China. And, perhaps most importantly, this was achieved with an investment of less than one fifth of that mandated by other PR firms.

What they said

“It took me 10 years to find a PR and marketing company that really understood what I was trying to achieve with the survey I wanted to do. Well done everyone involved and special thanks to the team at BlueSky.” – Tony Goodwin, CEO